Bram's Buzz - Edition 5, 2023

This is the 5th edition of Bram's Buzz. The newsletter that keeps you updated on new features, insights and more about Meta Ads and all things digital marketing.

Before diving into the content, I would like to thank you for subscribing to this newsletter. From now on, you'll never miss any of the good stuff. ??

This newsletter covers updates from Week 43-48, 2023

Most important Meta Ads updates // More buzz // Most insightful comment ??

Most important Meta Ads updates ??

2 Important budget related updates

Update 1: When updating your campaign's budget, you will now see the maximum amount by which you can increase your budget without reentering the learning phase.

Update 2: Meta is gradually introducing greater daily budget flexibility. This actually means that Meta may spend up to 75% (!) over your daily budget set on some days when better opportunities are available and less on others.

Read more about this budget update:

A new 'Flexible' ad format is here

Meta added NEW 'Flexible' ad creative format for Traffic campaigns, somewhat similar to Pmax' creative assets. You upload up to 10 images or videos and Meta will then use your assets to personalize your ad and show it in the format that may perform best.

Read more about this new ad format:

Advantage+ audience test ??

I've been testing the newest Advantage+ audience targeting options in Meta Ads Manager. Here are my findings so far:

? Advantage+ audience is outperforming Broad targeting by Cost per Result?

? Advantage+ audience is outperforming Broad targeting by Conversion Rate

? Advantage+ audience is outperforming Broad targeting by Engage Rate and generating up to 3 times higher rates compared to standard Interest targeting

Read more about this test:

More buzz ??

• Meta's Threads expected to launch in Europe in December, 2023 [source]
• LinkedIn announced new ad tools updates, including a new Conversions API [source]
• WhatsApp is launching 'Multiple Accounts'. Helpful for switching between work and personal accounts [source]
• Google now shows the following count for social media accounts in search results. Danny Sullivan confirmed on X that this count isn't used as a ranking factor [source]

Most insightful comment ??

When people write insightful comments on my LinkedIn posts, I put their comments in the spotlight. This newsletter's most insightful comment is coming from Rasmus Thierry Mogenstrup.

Rasmus commented on the following post:

Watch out for the flat line ___ This flat line happens when Meta isn't reaching new people and this may cause your campaign to start underperforming. You'll want Meta to keep reaching new audiences during the full duration of your campaign. This way, it can keep generating results.

I've reached out to Rasmus and asked him to elaborate on his comment.

Here's what Rasmus is adding:

"Most advertisers will experience reach saturation (decrease in incremental reach) if they are only optimizing their campaigns for lower funnel events.

For example, when optimizing for Purchases, you ask the algorithm to only target people who are “in market” and most likely to convert. That means that you will usually end up showing ads to a lot of the same people that you have already reached previously.

Meta has done some case studies showing that advertisers can potentially increase incremental sales if they allocate a part of the budget to campaigns optimized for objectives that deliver more incremental reach (e.g. Brand Awareness)."

Go follow Rasmus Thierry Mogenstrup on LinkedIn ??

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All the best,

Bram